Reports: Journalists view native advertising as moneymaker, want better press releases

New surveys released by Cision and Isebox found that reporters have a fairly clear view of the changing media landscape, and of their roles within it.

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New survey reports from PR tech firms Cision and Isebox paint a picture of working journalists in 2015: They’re overworked, drowning in pitches, and not necessarily on board with the methods their publications will have to use to make money.

However, they don’t seem to have any illusions about the quickly changing media landscape.

Cision’s State of the Media 2015 report found that a whopping 90 percent of journalists interviewed think mobile compatibility and responsive design are important for the success of their publications. The largest group (36 percent) also said mobile is the biggest media trend of the year.

Perhaps even more striking is the number of journalists who are coming around to the idea that native advertising is necessary. Though only 43 percent view publishing sponsored content favorably (another 34 percent say they are “neutral” about it), nearly half (49 percent) believe it will be the top revenue source for their publication. Only 42 percent believed traditional advertising would be the biggest moneymaker.

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